Employee Advocacy

Triple awards for Edenred’s “Red Boat Trip Challenge” campaign, developed with Sociabble!

Picture of Sociabble By   Sociabble  

At Sociabble, we are both pleased and proud to announce that we have won three Com-Ent awards together with our client Edenred, who trusted us to implement their “Red Boat Trip Challenge” campaign.

  • ● SILVER COM-ENT in the “Employee Advocacy Award” category
  • ● BRONZE COM-ENT in the category of “Internal Communication Award”
  • ● BRONZE COM-ENT in the category of “Internal Digital Communication Award “

Com-Ent, the most important association of corporate communication professionals in France, has been rewarding the most inspiring and visionary operations for 35 years thanks to the “Grands Prix Com-Ent”.

 

The “Red Boat Trip Challenge” campaign

Edenred, leader in special-purpose payment solutions for the world of work, has been involved in sponsoring ocean racing for several years. This sponsorship is perfectly aligned with their corporate values: passion, simplicity, respect, imagination and entrepreneurial spirit.

In particular, this project represents an opportunity to unite all Edenred teams worldwide (10,000 employees in 46 countries) and to strengthen their pride in belonging to the Group.

The opportunity arose when a brand new Class40 was launched at La Trinité-sur-Mer (France) in June 2021, which then set sail in the legendary “Jacques Vabre” race.

Inviting all of their employees to La Trinité-sur-Mer during the launch of the Class40 was obviously not realistic. Thus, the challenge: to find a strategy to involve all the employees from a distance. This is how the “Red Boat Trip Challenge” project came about.

 

An engagement strategy based on employee advocacy

Edenred decided to make its own employees the primary actors for the communication campaign around the sponsorship of the sailboat: all Edenred employees in all 46 countries were invited to share the content related to the sponsorship initiative on their own social networks. This employee advocacy strategy was integrated into a global internal and external communication campaign to promote Edenred’s sponsorship project to the general public.

Customers, prospects, partners, and, of course, employees: a global approach that allowed everyone to take part in this campaign.

How did it work?

In order to communicate, inform and engage employees, Edenred has relied on the Sociabble solution, re-branded as RED: an integrated internal communication and employee advocacy platform, it offers a variety of content on different company topics in several formats.

It was therefore natural that the tactical campaign, “Red Boat Trip Challenge,” was deployed to employees through this communication channel, with content linked to the new Class40 yacht. The aim was firstly to arouse the interest of employees in the sponsorship campaign, then to inform them and finally to engage them in an employee advocacy approach.

The “Red Boat Trip Challenge” took place in 4 stages, from June to September 2021:

    • ● A mock-up of the new Class40 boat was sent to each of Edenred’s 10,000 employees. It was then the focus of a challenge on the RED digital platform.
    • ● All employees were then asked to search for, find and comment on a hidden photo of the Edenred boat, to be found on the RED platform.
    • ● Each employee was then encouraged to participate in an online photo challenge on RED, by posting an original photo of their own assembled mock-up.
    • ● Finally, employees shared the Group’s content published on RED on their own social networks.

 

Outstanding results and levels of engagement

The campaign was a great success. Thanks to the commitment of the employees, the Red Boat Trip Challenge campaign has considerably increased the awareness of the sponsorship project, both internally and in external communication.

    • ● Edenred noted during the period from June to August on the RED platform (vs. the previous 3 months):
      • ○ 90% of active users on the platform
      • ○ + 86% for internal impressions
      • ○ + 276% for internal actions on the platform including:
        • ▪ + 674% for comments related to the challenge
        • ▪ + 302% for likes related to the challenge
      • ○ Edenred noted during the period from June to September (vs. the previous 4 months):
        • ▪ 119% external clicks
        • ▪ +100% external shares
        • ▪ €63,130 in paid media saved
        • ▪ +25% for reach

 This was a tactical operation, one of which we are very proud, for three primary reasons. First, for the challenge, which was considerable: to unite 10,000 employees across the world around a geographically distant event. Second, for the trust our client Edenred placed in us: we accompanied them through all the stages of the project, from design to orchestration to operational implementation. And third, for the confirmation of the power of our platform: its impact, as well as its versatility, both in internal communication and in employee advocacy.

A big thank you to Edenred for trusting us on a daily basis, and with whom we are still planning many projects to come. The triple recognition from Com-Ent makes us even more enthusiastic and motivated to support all our clients in achieving their objectives.

 

To learn more about the employee communication platform that companies like Edenred, Coca-Cola CCEP, Primark and L’Occitane already use, you can contact us for a free demonstration here.

 


About Edenred:

Edenred is the leading digital platform for services and payments and the everyday companion for people at work. In 46 countries,  connecting over 50 million users and 2 million partner merchants in 46 countries through some 900,000 corporate clients.

Edenred offers specific-purpose payment solutions for food (such as meal benefits), mobility (such as multi-energy, maintenance, toll, parking and commuter solutions), incentives (such as gift cards, employee engagement platforms) and corporate payments (such as virtual cards).

True to the Group’s purpose, “Enrich connections. For good.”, these solutions enhance users’ wellbeing and purchasing power. They improve companies’ attractiveness and efficiency and vitalize the employment market and the local economy. They also foster access to healthier food, more environmentally friendly products and softer mobility.

 

About Com-Ent:

Founded in 1947, COM-ENT is today the leading association for communication professions in France. It federates a network of more than 1,100 professionals from the entire value chain of the sector: private and public companies, agencies, freelancers and students, schools, NGOs, associations, and more.

Through its project and its actions, COM-ENT works towards the recognition of communication as a creator of value for the company and society. Its vocation is to enable its members to exchange, train and evolve at each stage of their professional career.

 

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